Essay

Looking through children’s toy catalogs I’m always struck by the language. Scattered throughout the pictures of all sorts of toys, plastic or wood, bright colors or neutral colors, puzzles, trucks, dolls or whatever, there are special snippets of language designed to tell me something important. But what are they telling me? Phrases like “kickstart your child’s play,” “support your child’s development,” and “piano keys that play music and encourage creativity.” They make me suspicious. The first sounds violent, the next obvious, and the last sounds absurd. Since when did piano keys not play music or discourage creativity? Phrases like “helps your baby develop from a crawler to a walker through adaptive technology” are possibly reassuring to those concerned their children might instead develop from a crawler to a swimmer, or perhaps an orthodontist. Phrases like “differentiate among colors and sizes” make me imagine my toddler sorting white and brown eggs into large, extra large and jumbo sizes in an egg factory.